At one of clients of Registratura.ru, discrepancy between statistics of clicks on the advertizing campaigns of VKontakte and statistics on transitions to Google Analytics was revealed. In some cases discrepancy reached more than 40% that is absolutely unacceptable and also does not fall under the standard reasons of discrepancy in any way: the installed plug-ins the blocking tracking counters, a difference between concepts of click and transition (to click – does not mean to pass to the website), possible single technical malfunctions, etc.
Discrepancy within 5% is admissible, maybe it is slightly more, but discrepancy in 40+ % is an explicit signal to going deep into studying of a problem.
Where to watch also what with it to do?
Algorithm of actions on which we worked (and also alternatives on which it is possible to work):
* tracking setting the counter Validation.
Tools:
- The source code of the website – in any browser we press
the right button, and "browse the source code".
- The Tag Assistant expansion for Google Chrome – allows to check in one click existence on the page of counters of Google (analytics, tag manager, remarketing) and also to make recommendations and to note errors in installation of counters.
- The report "In real time" in Google Analytics – it is not necessary to browse the code, it is not necessary to set anything, the method perfectly suits the people far from technical issues for primary check, in case of problems.
* to Check whether was problems with availability of the server.
Tools:
- Hosting company. Always it is possible to ask them: Whether "Your website / server lay?"
- – it is possible to look at reports of Google Analytics whether was in any days of sharp slowdowns of traffic and to check these days by time of day. It is possible to use the report "The speed of loading of the website" and many others and also in the presence of correctly configured notifications – to check whether was anomalies in reporting period.
- A log and reports for work of the server – will demand some knowledge (the first method, i.e. the address to a hosting support service can replace them)
* the Configured monitoring of availability of the website in Yandex to the Metrics.
* to Define date of emergence of a problem and to compare the problem period to when problems were not (it is very easily executed using Google Analytics).
* to Check whether any changes in advertizing campaigns became and to check the advertizing campaigns, UTM of a tag (it is possible and to begin diagnostics with this point) whether the "marked" links work.
* to Check whether any changes were made on the website. For example: settings of the .htaccess file changed or any server settings and links tags ceased to work with UTM, it really happens.
* to Check whether our lost traffic is not in other categories (transitions or a straight line). Besides, at incorrect settings, traffic can be lost in Google Analytics "jungle", i.e. upon to be included, but to be "under other source".
* to Check whether the number of "negative" visits, visits lasting 0-1 sec. increased sharply during the problem period, it is desirable to compare to other sources of traffic (for this moment we were already almost sure of the click fraud fact).
Huge percent of failures
* to Compare data of Google Analytics with other counters (in our case – Ya. Metrika)
Having carried out all described actions, and not having found errors, we decided to ask for the help our manager of VKontakte.
The first request was not detailed since we not up to the end made sure of ours of 100% of non-participation and, as a result, received quite standard answer in "check did not elicit the facts of fraudulent clicks, look for problems on the party" style. Respectively, analysts of Registratura.ru lifted all statistics, recorded indicators, made the report with screenshots of an office of VK, Google Analytics and the Metrics.
Next time, our address was apprehended with all gravity and redirected to "night watch" of VKontakte for detailed check.
As a result, we received confirmation of existence of a sklikivaniye of traffic, and losses to the client will be compensated. Thanks to ours with VKontakte to professional actions, we could set problem sources. It would be desirable to note that all process of interaction and timely informing between us was on the ball and also, I hope, the case we helped VKontakte to set violators and to save all of us from their fraudulent activity.
Recommendations from department of web analytics of Registratura.ru:
1) Check everything on the party (Google Analytics, Ya. Metrika, other systems of statistics, setup of campaigns, links, etc.)
2) Check everything on client side (server / website)
3) It is desirable to check other clients and other platforms at once
4) Bring all data together and prepare collected information
5) Handle in a support service all collected facts (it considerably will reduce the general waiting time of solution)
6) Not forget to remind of itself (without fanaticism)
Council to all agencies, freelancers and clients – do not think that nobody will deal with your problem, do not hesitate to advocate the interests, check all data. You will be heard, will be engaged in you, you will be helped.
Author: Leading specialist of department of web analytics of http://Registratura.ru, Edgard Gómez.
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